The rise of deepfake technology in hospitality marketing presents both opportunities and ethical concerns. While AI-generated visuals enhance promotional materials, undisclosed deepfake use may mislead consumers, particularly digital nomads who rely on online platforms for accommodations and workspaces. Grounded in Signaling Theory, this study explores how deepfake advertising impacts digital nomads' trust and decision-making through qualitative analysis of 26 interviews. While some appreciate deepfakes’ ability to create engaging promotional content, many express concerns about deception, misrepresentation, and the ethical implications of AI-driven marketing practices. The study further highlights the erosion of trust in online hospitality platforms, with consumers increasingly relying on alternative verification strategies, such as social media cross-referencing and word-of-mouth recommendations, to assess listing authenticity. These findings contribute to consumer trust literature and AI ethics in marketing, emphasising the need for transparency, regulatory oversight, and verification mechanisms in AI-enhanced hospitality advertising.
Doan et al. (2026) studied this question.